E-commerce: How to Get Upper Management to Approve Additional Hires

2. Create a statement that lays out the goal. For Orvis, this meant crafting what Wolansky called an “I Firmly Believe” statement, or IFB. In this case, his IFB was that a dedicated Web merchant and art director could improve sales per visit (SPV) by making daily merchandising decisions and changes based on current Web analytics. Once he had his IFB, Wolansky presented it to the stakeholders at Orvis and got permission for a test.